Skift Take
Glenn Fogel recognizes that generative AI is still young — and full of bugs — but there's no time to experiment like the present.
Booking Holdings has a lot of AI experiments in the works.
All five of the travel giant’s consumer brands — Booking.com, Priceline, Kayak, Agoda, and OpenTable — now have various consumer or internal tools powered by generative AI. That means the company can test multiple tools to see which work best.
Glenn Fogel, president and CEO of Booking Holdings, outlined the brand’s AI projects and shared updates during a call with investors last week.
“We know we are still in the very early days of GenAI and we have much more to learn about consumers, how they ultimately want to interact with this new technology,” Fogel said during the call.
“Over time, as we further incorporate this technology, we expect to see benefits in travel and partner acquisition, retention and satisfaction. In addition, we expect it to improve operational efficiency, which will contribute to a deceleration of our fixed expense growth in the future.”
Booking.comBooking.com released the first version of its AI trip planner in June 2023, whic